From launch, ITVBe will become the exclusive home of award-winning reality series The Only Way Is Essex, which previously aired on ITV2.

Aimed at a younger female audience, the channel is intended to "complement ITV2, which will continue to strengthen its position as the home of entertainment for 16-34 year olds".

Adam Crozier, Chief Executive of ITV, said: "ITVBe will be a terrific new addition to our family of channels. It reinforces our plan to maximise audiences and revenues from our broadcasting business."

ITV is also introducing a new pay channel on Sky - ITV Encore will be dedicated to the broadcaster's best drama output and will be launched in 2015.

"Alongside our recently announced new pay channel ITV Encore, this is another important step forward in our strategy to become the most watched, most loved and most talked about family of free and pay channels for every household and every advertiser in the UK," said Crozier.